Secret World of Butterflies
Auckland War Memorial Museum
Museums & Galleries
The Secret World of Butterflies celebrated the life of a butterfly collector who donated a butterfly collection of over 12,000 specimens.
Inspired by the breadth and depth of this collection the exhibition sought to celebrate the life of Ray Shannon and bring to life the mysterious world of butterflies and the curious lives they lead.
Designed for children aged between 4 and 7 the exhibition featured fun facts, interactive areas, soft play spaces and collection items, with a definite child focus the marketing campaign explored these themes through a highly targeted digital campaign, animated assets and social influencers.
The Secret World of Butterflies promised a fascinating world for young children, bringing the wonder of butterflies to life. Our challenge was to communicate this in the run up to opening.Using photography commissioned for the exhibition I created a series of animated butterfly assets to use as the basis of online marketing in the run up to opening.
These simple animations allowed us to create fun social posts that built excitement in the run up to opening, before we could complete our hero video asset which would come later.This ‘excitement’ phase drover over 10,000 followers to our event page and saw a 40% increase in web traffic in the weeks prior to opening.
Campaign.The digital marketing campaign for Secret World of Butterflies had to reach family audiences within travelling distance of the museum. As the exhibition would run for just under a year and a half it was important to capture as much information about how the audience engaged with the campaign to ensure future campaigns could be successful with reduce budget.
The campaign focused primarily on social media, competition platforms, programmatic advertising and influencer networks. Capturing data in each digital execution which would be used to further refine the campaign and improve performance.
The competition platform allowed us to gather emails in return for a chance to win tickets to the opening event, these emails would be used in programmatic platforms to find ‘lookalike’ audiences.
Social media influencers within our target market were briefed and created rich content around the exhibition providing depth to the marketing campaign and an authentic voice.Social media advertising campaigns made use of targeted creative executions that spoke to different audience segments and where possible addressed known barriers to visitation.